Mattia Tessaro

Building Ad Radar, the platform for winning ads with $50k in ad spend

[Mattia Tessaro @MattiaTex31]

AI-Native E-commerce Owner

I’m curious, how’s your backend performing?

Are your customers happy? Are they coming back for more?

Have you identified any bottlenecks in the process?

[Mattia Tessaro @MattiaTex31]

Best Listicles here: https://t.co/jm8XMfTH8a

[Mattia Tessaro @MattiaTex31]

In my data, ads that send traffic to a listicle become winners almost twice as often as ads that go straight to a product page: 15% against 8%.

That's 13 winners out of 87 listicle ads, and 82 out of 975 product page ads. 87 isn't a huge sample, so I'll
keep watching it, but the gap makes sense.

A cold click isn't ready to buy yet, and a listicle gives them a few reasons to believe before they ever see a price, while a product page asks for the decision straight away.

I’ll leave the link to the software in the first comment. It tracks the best performing listicles currently being used by brands.

[Mattia Tessaro @MattiaTex31]

True Classic's ad gives you five reasons to
buy a t-shirt, and only one of them gets a before and after.

The arms, the colors and the wash test get a caption and a quick shot.

For the belly, they show a heavy guy lifting his shirt in a home gym and then the same guy in the tee, visibly slimmer, while the caption says "They're looser around the belly."

The man scrolling doesn't need a better t-shirt, he needs to stop feeling self conscious in one.

The other four reasons are there so he can buy it without admitting that.

[Mattia Tessaro @MattiaTex31]

It opens with "Airport security stopped me because of what I was wearing." and tells the story of the strangers who stopped someone in uniform because of the message printed on the back of his hoodie.

What makes it work is that the brand never speaks. The product only exists as an object inside someone
else's story, the founder's reason for starting the company comes up once and it's the customer who
says it, and the last line gives the reader a role instead of a discount: "

Be the reason someone keeps going."

I have a Claude skill that writes story ads with this structure. Comment "STORY" and I'll send it to you.

[Mattia Tessaro @MattiaTex31]

This hoodie ad is a static image with about 400 words of copy, and it has been running since December.

[Mattia Tessaro @MattiaTex31]

Last week we tried Meta for one of our pay per call campaigns in home services. Portable toilet rentals.

We got 10 calls. Every single one was someone asking if we were hiring. My best guess is that the people who stop scrolling on our ads about portable toilets are the people who clean them, and Meta went and found more of them.

We turned it off and moved the budget to Bing and Google ads, where people are actually searching for a rental.

[Mattia Tessaro @MattiaTex31]

@lightsilver323 https://t.co/jm8XMfTH8a

[Mattia Tessaro @MattiaTex31]

4. I have a Claude skill that writes story ads with this structure. Comment "STORY" and I'll send it to you.

[Mattia Tessaro @MattiaTex31]

3. What makes it work is that the brand never speaks. The product only exists as an object inside someone else's story, the founder's reason for starting the company comes up once and it's the customer who says it, and the last line gives the reader a role instead of a discount: "Be the reason someone keeps going."

[Mattia Tessaro @MattiaTex31]

https://t.co/jm8XMfT9iC

[Mattia Tessaro @MattiaTex31]

This dog anxiety ad is written for people who already bought the product, and that's exactly why it sells to people who haven't.

It's a long first person story from someone who ordered three plug-in diffusers, panicked about wasting $75, and then logged what happened day by day: how many times the dog peed inside, the barking at the delivery guy, the pacing when left alone.

Two parts are smarter than they look. In week five the writer forgets to reorder, the dog relapses within two days, and they sign up for the subscription on the spot.

So the ad sells the recurring purchase before the first one has happened. And it tells you that if nothing changes by day ten you should call the vet, because it's probably a medical issue and not anxiety.

That's the most likely reason for a refund, explained away in advance.

It's an image ad and it has been running since December in three versions.

[Mattia Tessaro @MattiaTex31]

https://t.co/0gGay3FAKA

[Mattia Tessaro @MattiaTex31]

I track 2,578 Meta ads with $50k+ behind each one.

The one with the most money behind it is almost 8 minutes long.

$48M in estimated spend.
SaveLix, an anti-choking device.

The first 3 seconds look like security camera footage. An old woman, alone in her kitchen.

Caption: "If you're choking and you're alone, DON'T DO THIS."

Then an EMT tells a story: "She choked, and she was alone."

The product shows up halfway through.

Everyone is cutting ads down to 15-30 seconds. The biggest spender on my board went the other way.

2,500+ winning ads, each with $50k+ in estimated spend. An unfair advantage for Q4.

Link in the first reply.

[Kevin Xu @kevinxu]

so much is happening in AI rn you basically have to be unemployed to keep up

[Elon Musk @elonmusk]

If you’re reading this post, it’s because our servers are working

[Mattia Tessaro @MattiaTex31]

@Saro_esperto Newton ha scoperto la gravità grazie alla mela che gli ha dato Saro

[Mattia Tessaro @MattiaTex31]

@Saro_esperto È saro che fa l’orale al professore di solito

[Mattia Tessaro @MattiaTex31]

@Saro_esperto Saro ha fatto maturità laurea e dottorato nello stesso giorno